American Express: More Travel, More Spending, Shorter Booking Windows

American Express Retail Travel Network, which this week is holding its annual conference in Nashville, Tenn., at the new Omni Nashville, unveiled a survey of its American Express Travel Insiders, a group of roughly 275 travel counselors who have been designated and approved by American Express as specialists in various specialty and destination niches. Eight American Express Travel Insider agents also provided additional comments on the survey during a media roundtable held during the conference.

When asked about specific vacation expectations and travel trends, American Express Travel Insider agents had some good news to report. Sixty-three percent of those surveyed said their customers are planning at least as many, if not more trips with them in 2014, compared with this year.

In addition 43 percent of Travel Insiders said their clients are booking further ahead for 2014 compared to 2013. "Booking windows have changed a lot," said Rena Harris of Azumano Travel Wizard. "There are no more short weekends…they are saving up for longer trips."

On the spending front, 92 percent of American Express Travel Insider agents said their customers are planning to spend at least as much, if not more, on trips for 2014, compared to this year. That extra spend also means customers of American Express Travel Insider agents are planning to visit more exotic destinations, with 45 percent of Travel Insider agents saying their customers want to visit such places as Southeast Asia, Rio de Janeiro, New Zealand, Croatia and Costa Rica.

“It's across all demographics," said Vicki Pandolfo of Altour. "We're seeing requests for Seychelles, Mauritius, Phuket…places they didn't know about before. We're seeing experienced travelers who have done mostly everything book cruises on West Coast of Africa and trying to hit all seven continents. They want to do something nobody has done before."

Cruising remains top of mind for clients of American Express Travel Insider agents, with 42 percent of agents reporting that more of their clients are cruising in 2014. But an astounding 76 percent of agents say their clients are booking or interested in river cruising.

When asked if the Internet has been a friend or foe for travel agents, 61 percent of American Express Travel Insider agents said it has been a friend in helping to make jobs more efficient and providing them with better access to information and deals. At the same time, 52 percent said they agree that consumers are more knowledgeable than ever before because of the Internet, with many doing their own research before coming to a travel agent.

American Express Travel Insider agents also said social media was extremely useful to reach younger clients. "Social media is the biggest thing in reaching younger clients," said Pandolfo. "They see we know things…they see it and say 'I really want to do this.' It's the main way to get younger travelers."

In addition, American Express Travel Insider agents say social media has proven to be a valuable tool in their marketing. "I use Facebook, Twitter and Instagram, also to promote myself as well," said Kelly Short of Travel Concepts. “I update my Facebook page regularly and post several times a week about my specialties, Las Vegas and New York." Most of the eight Travel Insider agents at the roundtable said they used Facebook extensively compared to other social media outlets.

Finally, and perhaps not surprisingly given they are travel specialists themselves, 38 percent of American Express Travel Insider agents feel a deep knowledge of a particular destination or travel experience is the most important tool in their sales arsenal as the travel agency profession continues to evolve.

“In our Travel Insiders program they require you to visit the destination every couple of years," said Pandolfo. "It's a major part of training. Not only do we go, we have so many webinars and access to On Demand training as well. It’s a wonderful program.”

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